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Track Digital Advertising Impact on Offline Conversions

ANNIE WISSNER — Thu, 24 Oct 2024 09:54:48 +0000

How do marketers know if their digital campaigns are creating conversions and if customers are going offline when making purchases? This has long been the situation that caused sales teams and marketers to silo their efforts and track hard conversions and soft conversions separately, despite working towards the same goal.

Depending on your business’s goals, conversion points can look very different for consumers, but that doesn’t mean digital campaigns don’t affect offline conversions. If we know a customer interacted with the campaign online, we can start to determine how that influenced their next steps with offline attribution.

Marketers need to have proof that advertising campaigns result in sales. For e-commerce advertisers, attribution is a more straightforward process. Tracking pixels monitor consumer behavior on websites and can tell which customers saw your ads before purchasing. For advertisers in verticals where purchases predominantly occur offline, online to offline attribution is more complicated.

What is Paid Search Advertising?

While there are other search engines, Google dominates the marketing world with Google Ads (formerly known as Google AdWords). And it makes sense since most users go to Google to, you know, Google something.

Paid search advertising (also known as sponsored ads, search marketing, search engine marketing, pay-per-click marketing, and cost-per-click marketing) is a technique that displays ads in search engine results pages (SERPs) whenever someone searches for relevant keywords. This way, the audience that sees your ad is perfectly matched for each result. Since paid search ads are based on the explicit needs of the users rather than on implicit information and behaviors, search ads target lower funnel audiences and can increase click and conversion rates.

Search ads are one of the most common forms of PPC (pay-per-click) advertising. While most search ads are only text, there’s a wide variety of sponsored search ads within maps, product listings, and featured snippets. All of these ad formats appear either at the top or on the side of your search results and are usually placed based on the ads’ keywords and how relevant they are to the results of a specific search query, the quality of ads, and the advertiser’s Ad Rank. Search ads can be very competitive, and the cost of these ads will vary depending on your competition. In many industries, you can expect to spend anywhere from 70 cents to five dollars per click (up to $90 for the most expensive keywords).

What is Offline Attribution?

At its core, offline attribution links online marketing activities—such as display ads, social media, and search campaigns—to offline actions, like in-store purchases, phone calls, or appointments. Marketers can get a comprehensive view of how their online campaigns drive real-world results by leveraging data from various sources, such as mobile location data, CRM systems, and point-of-sale (POS) systems.

Offline Attribution Defined:

The analytical practice of determining which digital marketing tactics, such as channels, campaigns, or creative, precede and contribute to offline business sales or conversions.

In this downloadable guide, you’ll learn the benefits of offline attribution, including bridging the gap between digital and physical, measuring in real-time with the highest-quality data, and stretching your investment.

Download Now

Why Does Offline Attribution Matter?

As a marketer, how do you know which of your efforts really convinced the customer to buy? In digital marketing, it’s easy to track online actions like clicks and form submissions, but many businesses still rely on offline conversions, like purchases made in a physical store.

Not all leads eventually purchase, and even for the ones that do, there could be several months between the time the lead is captured and when they actually decide to buy. With an offline attribution model, marketing and sales teams look at the same picture of the customer, from new website visitors to known leads to paying customers. Offline attribution allows marketers to view a customer’s journey at every touchpoint from start to finish.

Here’s why offline attribution is critical:

Holistic Customer Journey: Offline attribution provides a complete view of the customer journey, from digital touchpoints to in-store purchases. A McKinsey report underscores how modern marketing analytics must now integrate online and offline data to truly optimize for sales performance.
Optimized Marketing Spend: By identifying which campaigns are driving offline actions, marketers can better allocate budgets. According to Marketing Week, understanding offline attribution helps avoid short-termism and under-investment, allowing for more effective, long-term marketing strategies.
Better Decision-Making: Offline attribution provides valuable data for making informed decisions on where to invest in marketing. As noted by Ruler Analytics, aligning your digital marketing efforts with offline revenue outcomes allows for optimized campaign performance.

How Does Offline Attribution Work?

Offline attribution connects digital and traditional marketing efforts to offline outcomes. By breaking down the silos and viewing every step of the customer journey, marketers can start to quantify an ROI for marketing campaigns beyond the highly trackable online world.

Offline attribution models require the ability to compile and connect massive amounts of data from several different sources. By leveraging many pieces of technology, offline attribution platforms tie together complex online attribution models with trackable offline events. These platforms can achieve high levels of visibility by uniting offline data sets – like CRMs or IP addresses – to apply the same identifiers used to track online conversions to the eventual offline purchases that occur. This marriage of data is key to determining which of your online conversions eventually led to revenue for the business.

Offline attribution is a metric that aims to measure the effect of data-driven marketing campaigns across any channel (digital-online, mobile, DOOH, connected TV) in driving foot traffic to offline brick-and-mortar locations.

Offline attribution works by capturing and integrating data from multiple sources. Here’s a breakdown of how it operates:

Tracking Digital Activity: Campaign data from platforms like Google Ads or social media is collected, tracking user interactions such as impressions and clicks.
Capturing Offline Data: Data from POS systems or mobile location tracking is gathered, allowing you to see if a customer who viewed an ad eventually visited your store or completed a purchase.

Attribution: Advanced attribution models tie online interactions to offline actions, helping you understand which specific ads led to conversions. As mentioned by Invoca, tools like call tracking software can bridge the gap between online leads and offline sales by recording phone conversations and analyzing data for improved attribution.

Benefits of Offline Attribution

Understanding the Full Customer Journey: Offline attribution allows marketers to track customers from their first digital interaction to the final offline purchase, providing a more comprehensive understanding of the customer experience.
More Effective Budgeting: Knowing which campaigns drive real-world results allows for better budget allocation. A report by McKinsey highlights how companies using advanced attribution models have gained up to 21% in sales after reallocating marketing spend based on customer journey insights.
Increased ROI Measurement: With offline attribution, you can calculate the true ROI of your marketing campaigns by directly linking digital ad impressions to offline conversions rather than just relying on clicks or views.
Cross-Channel Synergy: Understanding how different channels, from CTV to display ads, work together to drive offline conversions helps create more cohesive and effective marketing strategies.

Real-World Applications

Industries such as automotive, retail, and healthcare increasingly turn to offline attribution to understand how digital ads affect in-person visits. For instance, an automotive dealership could use offline attribution to track how a digital campaign increased showroom visits, while a retail store might monitor how many customers visited after interacting with a social media ad.

The Bottom Line

Offline attribution is essential for connecting the dots between your online efforts and real-world outcomes. By utilizing data from multiple touchpoints and sources, marketers can finally see the bigger picture and optimize their campaigns for real-world success. Incorporating tools like call tracking, CRM integration, and mobile location data helps marketers get a more accurate measure of campaign performance and make better investment decisions.

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Cross-Device Tracking & Targeting 101

ANNIE WISSNER — Tue, 22 Oct 2024 08:35:39 +0000

Cross-device tracking is one of the most valuable tactics available to marketers today—for good reason. With U.S. consumers using more connected devices than ever, marketers need to reach their audiences seamlessly across all these touchpoints.

The vast majority of Americans—97%—now own a cellphone of some kind, with nine in ten owning a smartphone, a significant increase from just 35% in the first survey of smartphone ownership conducted in 2011. According to Pew Research Center, 82% of Americans own a desktop or laptop computer, and 65% of households own a tablet. Hub Entertainment Research reports that 79% of U.S. homes now own a smart TV (such as Roku, Apple TV, or Amazon Fire), a sharp increase from 2020, when only 66% of households reported owning one.

For a primer on connected TV and how to get started, here’s a crash course on connected TV advertising.

What is Cross-Device Tracking & Targeting?

In uncomplicated terms, cross-device targeting is the practice of serving ads to the same consumer across multiple devices, including mobile phones, desktops, tablets, and connected TVs. Cross-device tracking enables this by identifying individual users across their different devices, while cross-device marketing refers to using this strategy in advertising campaigns.

Cross-device targeting allows you to reach consumers on their desktop, mobile, and tablet devices while ensuring you can track when a customer converts on a secondary device. It also enables you to identify your first- and third-party data audiences across their additional devices, expanding the available inventory for your digital advertising campaigns.

Marketers face the challenge of reaching their consumers in a unified way across all media and devices. Cross-device tracking and targeting allow you to do just that.

Why does it matter?

Recent data shows that U.S. internet households now own an average of 17 connected devices, reflecting the increased adoption of smartphones, smart TVs, tablets, and other devices, according to Parks Associates.

This rise in connected device ownership highlights the growing need for marketers to adopt cross-device strategies to effectively reach consumers across their multiple screens and devices.

Cross-Device Targeting allows advertisers to:

Reach users on multiple devices: Whether a consumer is browsing on their phone, watching TV, or shopping on a desktop, you can reach them with a consistent message.
Track conversions across devices: With cross-device tracking, you can see if a user viewed an ad on their smartphone and then converted on their desktop.
Expand your targeting capabilities: Use first-party and third-party data with cross-device targeting to open up more inventory for your campaigns.
Tell a consistent brand story: Cross-device targeting opens up more advertising channels for marketers and allows advertisers to share their brand’s story consistently while reaching users across all of their devices.

How Does Cross-Device Tracking Work?

Contrary to cross-device targeting—the advertising tactic—cross-device tracking is more of an umbrella term that applies to the ways platforms or data companies identify like users across multiple devices. The goal is to know, with near certainty, that mobile device X belongs to the same person as laptop Y and Roku Z.

There are two main approaches:

Deterministic Matching: This method uses unique identifiers, such as login data, to identify users across devices. For example, when someone logs into their Facebook account on their mobile device and desktop, deterministic data matches these devices to one user. Deterministic data is typically more accurate but requires users to log in across devices.
Probabilistic Matching: This approach uses algorithms and statistical modeling to make educated guesses about which devices belong to the same user. By analyzing factors such as IP addresses, browsing patterns, and device types, probabilistic models create a likely connection between devices. While not as precise as deterministic matching, marketers can track users without needing login information.

Key Methods for Cross-Device Identity Resolution:

Marketers can use cross-device identity resolution platforms to match devices accurately and deliver privacy-compliant campaigns. Forrester estimates that cross-device identity resolution will become increasingly critical as privacy regulations evolve and cookies phase out. The types of cross-device identifiers include:

First-party registration data: This is your login registration data. When a user logs in to their Google account, for example, on their mobile device, laptop, and tablet, a consistent profile is created across all of those devices.
Third-party cookies: Cookies are small text files that log information when you visit a website. Your web or mobile browser picks up and stores this information, which historically has been the backbone of anonymously identifying users across the web.
Device IDs: Device IDs are identifiers associated with your device. With the rise of mobile devices, apps have dominated usage, which does not allow cookies to work.
OS-generated: Identifier made available by the operating system of that device
Android Device ID: Now, Google Advertising ID or IDFA (Apple).
Fingerprinting: A statistical ID made by device attributes received on an ad call and stored server-side. (i.e., device type, operating system, user-agent, IP address, timestamp, etc.). Examples of these types of IDs include companies such as TapAd, Adelphic, Drawbridge, and more.

Why Use Cross-Device Targeting?

Reaching users on multiple devices is convenient and highly effective. In fact, consumers are 30% more likely to convert when targeted across multiple devices.

Within Choozle, cross-device targeting is key to campaigns that involve first-party and third-party data, especially in verticals like eCommerce and CTV. Cross-device targeting lets you:

Expand your reach by identifying users across multiple devices, increasing your campaign’s impressions.
Apply frequency capping to control how often an individual sees an ad across devices, ensuring a cohesive brand experience without overwhelming the consumer.
Improve attribution by understanding the full journey a consumer takes, from seeing an ad on mobile to converting on desktop.

Curious about how Connected TV advertising fits into this strategy? Cross-device targeting ensures that you can retarget users on mobile after they’ve viewed your CTV ads.

Best Practices for Cross-Device Targeting

Holiday Campaigns: Cross-device targeting is essential during the holiday season when consumers are actively shopping across devices. Ensure your campaign reaches potential buyers when they’re browsing on mobile and completing purchases on desktop.
Pair Display Campaigns with Connected TV: A key strategy is to combine Connected TV advertising with display ads. Use cross-device targeting to follow up with viewers who saw your TV commercial and push them to convert on other devices like mobile or desktop.
Conversion-Based Campaigns: Apply cross-device targeting to track conversions across multiple touchpoints. Whether you’re running campaigns for hotel bookings or retail sales, ensure that consumers who view ads on one device can convert on another seamlessly.
Small Audience Campaigns: For campaigns with narrow audiences, cross-device targeting increases the available impressions, ensuring your message reaches more users without sacrificing precision.
Improve Customer Experience: Consumers use multiple devices to complete tasks. Ensure your ad campaigns create a smooth, consistent experience across devices to maximize engagement and conversions.

The Bottom Line

Cross-device targeting offers marketers an incredible opportunity to deliver consistent, effective messaging across the devices their consumers use daily. By leveraging the latest identity resolution techniques, you can build campaigns that engage consumers wherever they are—whether on a smartphone, desktop, or TV.

For more insights on building a cross-device strategy, check out our Cross-Device Overview Guide.

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Tips for a Successful Automotive Marketing Strategy

Choozle — Tue, 15 Oct 2024 10:07:25 +0000

Over the past few years, the car-buying cycle has significantly evolved with new trends and technologies, driving consumers to accelerate the shopping process from home. For many, the car-buying experience has shifted to an almost exclusively digital space. Now is the time for car manufacturers and dealerships to fully embrace this digital transformation, evolving online sales processes and advertising strategies to provide customers with a seamless, personalized digital journey.

Consumers are increasingly comfortable doing business online, with many relying on digital channels to research options and gather information before making a purchase. Thanks to online showrooms and car delivery services, some customers have even skipped the physical dealership altogether. To stay competitive, it’s crucial for automotive brands to leverage a data-driven digital strategy that aligns with modern buyer behaviors.

Learn how Choozle’s digital advertising tools can optimize your automotive campaigns.

How to Develop a Full-Funnel Automotive Digital Marketing Strategy

Shoppers are starting online: Research shows that the automotive customer journey lasts, on average, anywhere from five to twelve weeks, with online and offline touchpoints leading up to the final decision. Within the first week, 95% of shoppers turn to digital resources as their primary source of information. This is why investing in digital marketing strategies that target high-intent audiences is critical—building awareness early in the journey ensures your brand stays top-of-mind when purchase decisions are made.

Brand familiarity is key, as most buyers begin their journey without knowing which car they want. By deploying tactics like Connected TV (CTV), video, and audio advertising, you can reach broad yet targeted audiences on their most influential devices, driving meaningful engagement for the next stage of the buyer’s journey.

Pro Tip: Combining programmatic display ads and keyword targeting can help brands get in front of potential buyers early. Explore Choozle’s keyword-targeting features here.

Meeting Customers on All Devices: The Importance of Omnichannel

Cross-device targeting is a must. When customers are exposed to brand awareness messaging, they will continue to narrow down their shortlist, and serious buyers will dive deeper into researching your website, related sites, and competitors. During the consideration phase, automotive marketers can leverage third-party data segments and search retargeting to keep your brand visible on relevant websites.

Search retargeting is particularly powerful, allowing you to reach audiences based on their search activity, browsing behavior, and intent signals. By curating targetable audiences based on users’ online searches, you can reach potential customers exactly when they are researching and increase the likelihood of conversions. You can even optimize campaigns by targeting users at specific points in their journey—whether they are in the early stages or closer to making a purchase decision.

60% of all automotive searches now come from mobile devices. Optimizing your mobile presence with click-to-call ads and mobile-friendly landing pages ensures you capture potential buyers on the go.

Retargeting Tactics to Boost Car Dealership Sales

At this point in the journey, customers are close to making a decision and are ready to visit dealerships to test drive or finalize their purchase. To ensure you reach these bottom-of-funnel prospects, use retargeting ads to maintain engagement and push them toward a purchase.

Retargeting is often the final step of a digital campaign, reminding users who have already interacted with your brand—whether through display ads, inquiries, or test drive bookings—that they’re close to making a decision. These ads are crucial for recapturing interest and guiding potential buyers to your showroom.

Ready to elevate your retargeting strategy? See how Choozle’s platform can help.

Leveraging First-Party Data to Maximize Sales and Fixed Operations Revenue

One of the most valuable yet often underutilized resources in a dealership’s marketing toolkit is their CRM and first-party data. By tapping into this rich data source, dealerships can craft personalized marketing strategies that drive not only vehicle sales but also maximize revenue from fixed operations, particularly service and parts, which are often the most profitable revenue streams for dealerships.

Marketing to Past Lease Customers Using First-Party Data: A dealership’s CRM holds vital information about past lease customers who are nearing the end of their lease. By leveraging first-party data, you can create personalized campaigns that target these individuals with offers such as lease renewal incentives or new vehicle promotions. These highly targeted campaigns ensure you’re reaching customers who are already familiar with your brand, making it easier to build long-term relationships and boost repeat sales.
Excluding Recent Buyers with First-Party Data: On the flip side, using first-party data allows you to exclude customers who have recently made a purchase—specifically those who have bought within the last 3 to 6 months. These customers are less likely to be in the market for a new vehicle, and targeting them could result in wasted ad spend. By excluding these recent buyers, you can focus your budget on customers who are actively considering a purchase, improving campaign efficiency and maximizing return on investment (ROI).
Maximizing Fixed Operations Revenue with First-Party Data: In addition to driving sales, first-party data can be a game-changer for fixed operations marketing, which focuses on service and parts. Service and parts departments are key profit centers for dealerships, often generating higher margins than vehicle sales. With first-party data, you can reach your existing customer base with personalized offers and service reminders, driving them back to your dealership for post-sale services.

- Service Reminders: Use your CRM to send timely service reminders based on vehicle mileage or time since the last service. Targeted email or SMS campaigns can encourage customers to schedule maintenance or repairs.

- Seasonal Promotions: Leverage seasonal service promotions to offer incentives such as winter tire checks or summer AC tune-ups. These offers can be tailored to your customers’ specific vehicle needs based on your CRM data.

- Parts Promotions: Use first-party data to target customers needing specific parts based on their vehicle model or previous service history. Special discounts on parts or service bundles can increase conversions in this often-overlooked revenue area.

Pro Tip: By integrating your CRM with programmatic advertising platforms like Choozle, you can automate audience segmentation based on purchase and service history, ensuring you’re always targeting the right customers with relevant, data-driven offers—whether it’s for a new car or an oil change.

Track Offline Attribution for a Full-Funnel View

Don’t lose sight of the offline impact of your digital campaigns. Setting up offline attribution allows you to bridge the gap between online engagement and in-store purchases. By integrating geolocation data and analyzing the customer’s digital touchpoints, you gain a full view of how your campaign influenced a sale. This insight is invaluable for both sales and marketing teams as it highlights what worked and where adjustments can be made for even better performance.

Key Takeaways for a Winning Automotive Marketing Strategy

To remain competitive in today’s automotive market, your digital advertising strategies must align with modern buyer behaviors:

Embrace full-funnel marketing: From awareness to purchase, every step of the journey must be covered.
Use omnichannel and cross-device strategies to engage consumers across mobile, desktop, and other platforms.
Leverage search retargeting and third-party data to meet customers where they are in their journey.
Prioritize mobile-first strategies, as mobile searches dominate the automotive space.
Track offline attribution to measure the real impact of your digital efforts on dealership visits and sales.

Automotive marketing strategies are changing, but by keeping your digital advertising up to date, capturing and utilizing the most relevant data, and honing in on actionable leads, your marketing and sales teams can capitalize on the huge amount of car shoppers researching online right now.

Ready to boost your car dealership’s digital sales? Leverage advanced automotive digital marketing strategies with Choozle. Contact us today!

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Harnessing the Power of Retail Media in Digital Advertising

Choozle — Tue, 08 Oct 2024 06:25:42 +0000

Retail media is taking a strategic position in the digital advertising space, emerging as a powerful, future-proof channel to bring brands closer to their target audiences. According to a recent forecast by eMarketer, omnichannel retail media ad spend is set to hit $59.98 billion in 2024. With such substantial investment flowing into this channel and a growing demand for first-party data, it’s clear that many other businesses will seek to capitalize on the opportunities presented by retail media. In this blog, we’ll outline what retail media is and how you can capitalize on this advertising opportunity.

Leveraging Data for Precision Targeting

Successful retail brands are capitalizing on the rich reservoirs of data housed within major retailers’ ecosystems. By tapping into finely-tuned, purchase-based audiences, these brands achieve closed-loop measurement, accurately attributing online and in-store sales to their digital campaigns.

Retail media allows advertisers to target specific audiences based on their shopping behaviors, preferences, and demographics. This targeted approach enhances the effectiveness of advertising campaigns by reaching consumers who are more likely to be interested in the products or services being promoted.

Despite uncertainties surrounding cookie-based targeting and shifts towards opt-in advertising, retailers remain resilient, leveraging their vast repositories of first-party consumer data to drive personalized ad delivery and measured performance.

What is retail media?

In brief, retail media refers to advertising strategies where brands collaborate with retailers to reach their target audience. When you think of retail media, you probably think of more traditional examples, like branded in-store end caps or coupons and catalogs via direct mail, but modern retail media has evolved significantly with the digital transformation of the industry.

By becoming a more integral part of the digital marketing landscape, retail media has become a mechanism where brands can leverage the data and, in many cases, the on-site inventory of their retailers and their respective platforms to promote their own products or services. Today, retailers are rolling out their own advertising platforms (see: Walmart Connect, Amazon Ads, or Kroger Precision Marketing) or partnering up with industry-leading buy-side platforms to provide advertisers the ability to target against their first-party, purchase-based audiences and accurately measure the corresponding performance and impact of their marketing efforts. So which retailer is leading the charge?

Diversified Placement Opportunities

As retail and ad tech continue to merge, retailers are expanding their array of media placement options significantly. These encompass “on-site” advertising opportunities, which involve showcasing ads and videos directly on the retailer’s own websites or apps (for instance, Amazon Sponsored Product Ads). Meanwhile, there’s also what’s commonly known as “off-site advertising,” where retailers furnish advertisers with the necessary data to target their customers across third-party channels like Connected TV (CTV) streaming platforms, diverse web publishers, or social media platforms. Notably, all this is accomplished while leveraging the invaluable audience data inherent in their respective retail platforms.

4 Strategies for Retail Media Success

In the dynamic world of retail media, savvy brands are capitalizing on the wealth of data provided by retailers to execute highly effective omnichannel campaigns. These campaigns employ a diverse array of targeting strategies, each tailored to engage and resonate with specific audience segments, such as:

1. Competitive Conquesting: This tactic empowers advertisers to zero in on consumers who have previously or frequently purchased products from their competitors. Depending on the retailer’s capabilities, this approach can vary from broadly targeting frequent purchasers of products within your category to more precisely retargeting individuals who have recently bought specific items from your competitors.

2. Retargeting Past Purchasers: Particularly impactful for brands in industries like CPG, F&B, and apparel, retargeting past purchasers serves as a potent method to re-engage with an existing customer base. Whether the aim is to advertise a sale, introduce a new product, or maintain brand awareness, this tactic stands as a cornerstone within retail media, consistently delivering strong results across diverse campaign objectives.

3. Excluding Past Purchasers: Leveraging the same past purchaser data, many brands opt to exclude these individuals from their targeting efforts to ensure their ad impressions aren’t wasted on users who have already made a purchase and are no longer potential customers. This tactic is commonly employed by brands with a focus on one-time purchases, such as appliances or consumer electronics.

4. Targeting Lifestyle and Past & Predictive Category Buyers: Targeting Lifestyle and Past & Predictive Category Buyers: An essential aspect of retail media strategy involves leveraging retailer-syndicated lifestyle and purchase category segments to connect with the desired audience. Whether it’s a burgeoning healthy snack brand seeking out regular purchasers of organic or health-conscious products, or a pet food brand aiming to increase awareness among new or existing pet owners, this tactic serves as a fundamental upper-funnel approach for all retail media campaigns.

In summary, retail media is important due to its ability to target consumers effectively, provide valuable data insights, accurately measure results, and enhance the overall shopping experience. As the retail landscape evolves with technological advancements and changing consumer expectations, retail media is poised to become an even more crucial marketing strategy moving forward.

Ready to get started?

With Choozle, you gain access to a network of top-tier retailers and buy-side platforms, allowing you to execute strategic and high-performing media campaigns seamlessly. Whether your brand is featured on Amazon, Walmart, Target, Kroger, Albertsons, Walgreens, Meijer, Drizly, Fanatics, or any other major retailer, we’ve got you covered.

If your brand is already selling through these retail channels or simply interested in exploring the potential of retail media, our team is here to help. Reach out to us at sales@choozle.com, and let’s schedule a call to discuss how Choozle can tailor a solution to meet your specific marketing objectives. Let’s elevate your brand together.

Hunter Phillips

Hunter Phillips is the Director of Business Development and Learning at Choozle and is passionate about helping companies drive growth through marketing technologies. Throughout his seven-year tenure with Choozle he has worked in various roles across AdOps, Product, and Partnerships. Before Choozle, Hunter led marketing efforts for several early-stage technology companies. Outside of work, Hunter spends his time traversing Colorado outdoors with his rescue pup, Pepper, and exploring all the new restaurants and live music Denver offers.

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Mastering Audience Intelligence: Why Prescriptive Modeling is the Future of Campaigns

ANNIE WISSNER — Tue, 17 Sep 2024 21:37:30 +0000

In the evolving world of digital marketing, success hinges on one critical factor: knowing your audience. You might have endless amounts of data at your fingertips, but without the ability to make sense of it and act on it, that data is just noise. Enter prescriptive modeling—a revolutionary approach to audience intelligence that turns raw information into actionable insights.

Prescriptive modeling is no longer just a future trend but reshaping how agencies and brands approach their campaigns. From optimizing audience targeting to delivering personalized messaging, this advanced technique leverages machine learning and AI to guide marketing strategies in real-time. Whether you’re navigating the complexities of a political campaign, launching a new product, or working to increase your brand’s market share, prescriptive modeling can be your game-changer.

So, why should you care about prescriptive modeling? Let’s break it down.

The Limitations of Traditional Audience Targeting

For years, marketers have relied on predictive analytics to forecast consumer behavior. While helpful, predictive analytics primarily gives a snapshot of what might happen based on past actions. It tells you, for example, that a particular audience segment may be likely to purchase a product or engage with a brand. But this approach has limitations—it doesn’t tell you how to motivate or influence these behaviors.

With prescriptive modeling, you’re not just left with probabilities. This advanced technique predicts outcomes and provides specific recommendations on the best actions to take. It analyzes patterns, behaviors, and preferences to give you a roadmap for achieving optimal results. Want to know which messages will resonate with your audience, how to optimize your budget, or which channels to prioritize? Prescriptive modeling delivers.

Turning Data into Action

The power of prescriptive modeling lies in its ability to turn vast amounts of raw data into clear, actionable strategies. It’s not enough to know your audience—you need to know how to speak to them in a way that compels action. This is where prescriptive modeling excels. Using AI-driven algorithms to assess demographic, lifestyle, and behavioral data, you can pinpoint which segments will most likely respond to your messaging.

Imagine you’re running an eCommerce campaign. Prescriptive modeling would analyze your customer data and predict which customers are most likely to make a purchase. It would also recommend which products to promote, messaging that will resonate with different audience segments, and the optimal timing for your ads. It’s about turning data into a full-blown strategy.

The Power of Multi-Dimensional Personas

Traditional marketing personas focus on simple demographics: age, location, gender, and income level. While these factors are helpful, they don’t paint the full picture of your audience. Prescriptive modeling introduces a more nuanced view—multi-dimensional personas that consider not only who your audience is but also why they make decisions and how they’re likely to engage with your brand.

Let’s take two individuals: 35-year-old males living in urban areas with similar income levels. On paper, they look identical. However, prescriptive modeling can identify that one is highly motivated by price and discounts while the other values brand loyalty and quality over cost. These insights allow you to tailor your messaging and offers to match their unique preferences, increasing the likelihood of conversion.

Maximizing ROI Through Smarter Targeting

One of the biggest benefits of prescriptive modeling is its ability to help you allocate your resources more effectively. In traditional marketing, you might spend significant portions of your budget targeting broad audience segments, hoping to capture as many leads as possible. But this often results in wasted spend on consumers who are unlikely to convert.

Prescriptive modeling ensures that your marketing dollars are focused on high-value audience segments—those who are not only likely to engage but also require a specific nudge to take action. This type of precision targeting means your budget works harder for you, maximizing ROI and minimizing wasted spend.

Real-Time Optimization for Better Results

Marketing strategies aren’t static, and neither is prescriptive modeling. One of the most powerful aspects of this approach is its ability to adapt in real-time. As your campaign progresses and more data is collected, the machine learning algorithms continually refine their recommendations. This means you’re always working with the latest and most accurate insights, allowing you to optimize your efforts as you go.

If a message doesn’t resonate with an audience segment, prescriptive modeling can recommend adjustments based on real-time data. If certain platforms or channels are underperforming, it can suggest reallocating your budget to more effective areas. This kind of dynamic flexibility ensures that your campaigns stay agile and effective.

Key Benefits of Prescriptive Modeling

Here are some of the standout benefits of prescriptive modeling that make it a must-have tool for modern marketers:

Precision Targeting: Reach the audience segments most likely to engage, saving on wasted spend.
Personalized Messaging: Tailor your message to fit the motivations and preferences of different audience groups.
Smarter Budget Allocation: Focus your marketing spend on high-value consumers for maximum ROI.
Real-Time Optimization: Continually adjust and improve your campaigns based on up-to-the-minute data insights.

Increased Conversions: By targeting the right people with the right message, you boost the likelihood of turning prospects into customers.

How Prescriptive Modeling is Already Making a Difference

Marketers across industries already see the impact of prescriptive modeling on their campaigns. One brand, for example, used prescriptive modeling to optimize a cross-channel marketing campaign aimed at increasing customer loyalty. By identifying the specific actions that would resonate with different customer segments, they increased their conversion rate by 25% and reduced their ad spend by 15%.

In the political arena, prescriptive modeling has been used to focus resources on voters who are more likely to be persuaded on key issues, leading to more efficient use of campaign budgets and more targeted messaging. The result? A higher rate of voter engagement and a better return on investment for campaign dollars.

The Future of Marketing: Actionable Insights at Your Fingertips

Prescriptive modeling is more than just a trend—it’s the future of data-driven marketing. As the digital landscape becomes more complex and consumer behaviors continue to evolve, marketers need tools that help them stay ahead of the curve. Prescriptive modeling offers the actionable insights you need to not just survive but thrive in this competitive environment.

By embracing this advanced technology, you’re optimizing your current campaigns and setting the foundation for long-term marketing success. In a world where every dollar counts, prescriptive modeling is the key to ensuring that your marketing efforts deliver the highest possible returns.

Ready to Unlock the Power of Prescriptive Modeling?

The future of audience intelligence is here, and it’s time to take your campaigns to the next level. On October 2, 2024, Choozle’s CEO Adam Woods and Causeway Solutions’ Bill Skelly hosted a webinar to explain how prescriptive modeling can transform your campaigns. Watch now to learn the secrets to smarter, more effective marketing.

The post Mastering Audience Intelligence: Why Prescriptive Modeling is the Future of Campaigns appeared first on choozle.

Beyond the Salary: Evaluating Benefits, Recruitment Experience, and Empathy in Job Decisions

Choozle — Tue, 17 Sep 2024 16:32:00 +0000

When considering a job offer, salary is often the first number that catches your eye. While it’s undeniably important, focusing solely on salary can cause you to overlook other essential components of your compensation package. In today’s workplace, benefits, company culture, and the recruitment experience all significantly shape your overall well-being, job satisfaction, and long-term financial health.

Additionally, it’s important to recognize that not everyone has the luxury of carefully weighing their options—sometimes, accepting a job is about meeting immediate needs and surviving. Whether you have the freedom to choose or face more urgent financial circumstances, understanding the full picture of a job offer can help you make the best decision for your personal and professional future.

At Choozle, we understand that a holistic approach to compensation is key. That’s why we reevaluate our benefits, perks, and offerings yearly to ensure we’re meeting the needs of our diverse employee base.

Here’s why you should evaluate not just salary but also the benefits, perks, and experience a company offers before making a decision.

Healthcare Costs Can Add Up

A robust healthcare package is one of the company’s most valuable benefits. Employer-sponsored health insurance can reduce your out-of-pocket expenses for medical care, saving you thousands of dollars a year. Compare the quality of the health plans (including deductibles, co-pays, and coverage) between companies. Even if the salary is higher at one company, a weaker health plan could eat away at your earnings.

For example:

Company A offers you a $90,000 salary but only covers 50% of your healthcare premium, leaving you with a monthly bill of $250.
Company B offers you $85,000 but covers 100% of your premium, meaning no out-of-pocket costs for healthcare.

While Company A offers a higher salary, Company B provides a more financially beneficial healthcare plan that can offset the lower salary over time.

Choozle does everything possible to keep costs low for employees while maintaining rich benefits, including contributions to Health Savings Accounts (HSAs) and 401ks and covering 100% of Health Reimbursement Arrangements (HRAs) and telehealth.

Learn more about Choozle’s benefits here.

Retirement Contributions Help Secure Your Future

Many companies offer 401(k) matching programs, giving you “free money” for retirement savings. If one company matches a significant portion of your contributions and another doesn’t, it could drastically impact your long-term financial goals. Consider how much a company contributes to your retirement and how it complements your salary over time.

For example:

Company A offers a 3% 401(k) match on a $100,000 salary, contributing $3,000 annually to your retirement savings.
Company B offers a 6% match on a $90,000 salary, contributing $5,400 annually.

While Company A may offer a higher salary, Company B contributes more to your retirement fund, providing long-term financial benefits that could outweigh the difference in base salary.

Work-Life Balance is Priceless

Perks like flexible work schedules, remote working options, or generous paid time off (PTO) policies can drastically improve your quality of life. A higher salary may lose appeal with strict office hours, minimal time off, or a lack of flexibility. Consider the value of time and how important it is for your personal well-being.

For example:

Company A offers $95,000 but has rigid office hours with limited PTO.
Company B offers $90,000 but provides the ability to work from home twice a week and offers unlimited PTO.

In this case, Company B‘s flexibility can lead to a higher quality of life, making it more attractive despite the slightly lower salary.

Choozle prioritizes work-life balance by offering flexibility and a robust time-off package that includes paid volunteer time, sick leave, vacation, bereavement, 12 holidays, and parental leave. Choozle also provides a quarterly standard for healthy time off.

Professional Development & Career Growth

If you’re looking for long-term career growth, development opportunities such as training programs, mentorship, or tuition reimbursement can be incredibly valuable. These perks can help you advance your career and increase your future earning potential.

For example:

Company A may offer a $95,000 salary but no formal career development programs.
Company B offers a $90,000 salary but covers $5,000 yearly in professional certifications, training, or tuition.

Company B may offer more in terms of career progression, potentially leading to higher salaries down the road.

Choozle’s commitment to growth and development is evident through full access to LinkedIn Learning, growth tracks for all roles, and a cross-departmental buddy system that deepens employees’ skills and interpersonal connections with coworkers.

The Intangibles: Company Culture & Values

A company that promotes mental wellness, diversity and inclusion, and employee recognition can create a much more enjoyable work environment. Perks like wellness programs, memberships, or social activities can keep employees engaged and motivated, making their work experience more rewarding.

For example:

Company A offers a higher salary but has minimal support for wellness initiatives.
Company B offers a wellness stipend, memberships, and mental health resources, fostering a healthier work-life balance.

Choozle offers a range of resources to support employee wellness, including free mental health services and a monthly wellness stipend to help you stay balanced and healthy. Our commitment to fostering an inclusive, educated, and supportive workplace is reflected in our DEIB (Diversity, Equity, Inclusion, and Belonging) committee, which ensures that inclusivity is a priority across the organization. To keep recognition top of mind, we’ve also created a team shout-out channel, making it easy for everyone to celebrate wins and acknowledge each other’s hard work regularly.

Stock Options & Equity

If you’re joining a company that offers stock options or equity, this can be a game-changer for your financial future. Although it may not immediately reflect in your paycheck, the potential for significant long-term wealth accumulation can be worth weighing heavily against a higher salary offer without such benefits.

For example:

Company A offers a base salary of $100,000.
Company B offers $90,000 but includes stock options that could be worth much more in the future.

Equity might not pay off immediately, but it has the potential for significant long-term value.

All employees at Choozle receive stock options upon joining, with opportunities to earn more through promotions or awards.

Ancillary Benefits

In addition to salary and traditional benefits, many companies provide ancillary perks that are either fully covered or offered at a discounted rate. These benefits can significantly reduce out-of-pocket costs and enhance your quality of life.

Examples of ancillary benefits include:

Health Insurance Premiums: Some employers cover 100% of the health insurance premium, while others offer subsidized rates. A company that covers a large portion of your premium can save you hundreds or even thousands of dollars annually.
Life Insurance: Many companies provide basic life insurance coverage (typically 1-3 times your annual salary) at no cost, with the option to purchase additional coverage at a discounted rate.
Disability Insurance: Short-term and long-term disability insurance may be fully covered by the employer or offered at a discount, ensuring financial protection in case of illness or injury.
Mental Health Support: Access to mental health resources such as counseling services, therapy sessions, or wellness apps is often fully covered or available at a reduced cost.
Gym Memberships: Some employers provide free or discounted memberships to gyms or wellness programs, encouraging employees to maintain a healthy lifestyle.
Commuter Benefits: Companies may cover public transit passes, provide free or discounted parking, or offer pre-tax commuter benefits to help reduce transportation costs.
Tuition Reimbursement: Employers often reimburse a percentage or cover 100% of education costs for courses, certifications, or degrees related to your role, reducing the financial burden of continued learning.
Employee Assistance Programs (EAPs): These programs often include free or discounted services for financial planning, legal advice, and mental health support, giving you access to valuable resources without additional costs.

Whether fully covered or offered at a discount, these ancillary benefits can provide significant savings and peace of mind, enhancing the overall value of your compensation package.

Choozle covers 100% of long-term disability (LTD), life, and accidental death and dismemberment (AD&D) insurance while also offering voluntary accident and pet insurance benefits. We also provide wellness reimbursements, transportation reimbursements for office visits, access to two Employee Assistance Programs (EAPs), and continuous training and education on maximizing benefits and perks.

Consider Your Recruitment Experience

Your experience throughout the recruitment process can reveal a lot about a company’s culture, communication style, and how much they value their employees. It’s worth considering these factors when weighing a job offer alongside salary, benefits, and perks. Here are a few aspects to think about:

Transparency and Communication: Was the company clear and open about the role, expectations, and compensation package? Transparent communication reflects a company’s overall integrity and how it treats employees.
Responsiveness: Did they follow up in a timely manner, keep you informed of the next steps, and provide a structured timeline? A smooth, responsive hiring process may indicate that the company is organized, values your time, and prioritizes strong internal communication.
Company Culture: Pay attention to how the interviewers interact with you and each other. Are they welcoming, respectful, and engaged? Your interactions with recruiters and potential team members can give you a glimpse of the company’s culture and whether it’s a place where you’ll feel comfortable and valued.
Interview Content: Were the questions thoughtful and relevant? A well-structured interview that aligns with the role you’re applying for reflects that the company takes hiring seriously and wants to ensure a good fit for both parties.
Overall Candidate Experience: Was the process seamless or did it feel disorganized? A positive recruitment experience is often a sign that the company is invested in creating a great employee experience once you’re onboarded.

Taking your recruitment experience into account offers insight into how the company operates and treats its people, helping you determine whether it’s the right place to grow and thrive.

Choozle’s recruitment practices are designed to be fair and equitable. We share transparent processes, expectations, and resources with every candidate, and we list salary ranges in our job postings to ensure clarity from the start. Choozle’s goal is to provide everyone with a fair offer based on their skills and needs, recognizing that not everyone has the luxury of weighing every option.

Learn more about Choozle’s recruitment process and experience here.

Empathy for Those Who Don't Have the Luxury of Weighing Options

While it’s ideal to carefully evaluate salary, benefits, and perks, it’s important to acknowledge that not everyone has the luxury of being selective. For many, career decisions are driven by necessity and the urgent need to secure financial stability. In these cases, weighing every detail of a job offer isn’t always an option—it’s about surviving and meeting basic needs.

Understanding this reality fosters empathy and reminds us that career paths aren’t always linear or filled with ideal choices. For individuals in difficult circumstances, prioritizing immediate income over long-term benefits or perks is necessary. Whether supporting a family, paying off debts, or handling unforeseen expenses, survival takes precedence over the finer details of a compensation package.

It’s also a reminder that employers play a role in supporting those who might not have the freedom to negotiate or assess every aspect of their offer. Offering fair wages, inclusive benefits, and growth opportunities for all employees—regardless of their initial position—can help bridge the gap and provide upward mobility for those in need.

For those fortunate enough to have choices, it’s important to recognize that evaluating job offers is a privilege. This awareness can lead to more understanding and compassion for others whose decisions are driven by survival, not opportunity.

Empathy for Those Who Don't Have the Luxury of Weighing Options

When evaluating a job offer, salary is often the shiny number that grabs your attention—but it’s only one piece of the puzzle. Picture your career as a journey. Salary is the map, but the perks, benefits, and culture are the fuel, the travel companions, and the stops along the way that make the trip worthwhile. At Choozle, we believe in offering more than just competitive pay; we want you to thrive, not just survive. We strive to provide balance with flexibility and robust time-off packages to make sure you can unplug, recharge, and be your best self. Curious about growth? At Choozle, we give you the tools to keep climbing. We also understand the realities of job hunting, and that’s why we’re transparent. Choozle lists salary ranges in job postings and includes them in interviews so candidates know what to expect from the start. Our goal is to offer fair and equitable offers based on your skills, experience, and needs.

Think beyond the paycheck. Ask questions! Don’t be afraid to dig deeper into what a company offers. Benefits like healthcare, retirement contributions, and work-life balance aren’t just “extras”—they directly impact your financial well-being and job satisfaction.

So, whether you’re in a position to evaluate every facet of an offer or making decisions based on more immediate needs, remember: a job is more than just a paycheck. At Choozle, we’re here to support your growth, well-being, and success—both now and in the future. Let’s make your journey a fulfilling one.

Christine Jones

Christine Jones is a seasoned People Operations professional with more than 15 years of diverse experience in the field. Serving as the Senior People Operations Generalist at Choozle, Christine leads all aspects of People Operations functions, playing a critical role in shaping the company’s organizational culture and enhancing employee engagement. Christine’s expertise encompasses talent acquisition, performance management, employee relations, training and development, benefits administration, key initiatives, and compliance. Committed to fostering inclusive workplaces, Christine strives to ensure every employee feels valued, respected, and empowered to thrive.

The post Beyond the Salary: Evaluating Benefits, Recruitment Experience, and Empathy in Job Decisions appeared first on choozle.

How Choozle’s Outcomes+ Drives Smarter Media Buying for Agencies and Brands

ANNIE WISSNER — Fri, 13 Sep 2024 15:34:37 +0000

In today’s competitive and fragmented media landscape, achieving a high return on advertising spend (ROAS) can feel like navigating a maze. With privacy regulations reshaping digital advertising and the complexity of omnichannel strategies, traditional approaches to media buying no longer cut it. Enter Choozle’s Outcomes+—a data-driven, AI-powered solution that simplifies and enhances digital advertising strategies for brands and agencies alike.

What is Outcomes+?

Outcomes+ is Choozle’s revolutionary omnichannel advertising solution, designed to empower brands and agencies with data-driven insights and predictive modeling. Whether you’re navigating the complexities of Connected TV (CTV), display, paid search, or social media, Outcomes+ offers a unified platform that provides total visibility across all channels. The solution is built to deliver transparency, automation, and optimization in real-time, allowing advertisers to make smarter media-buying decisions that drive better outcomes.

The Challenges of Modern Advertising

Digital advertisers face unique challenges today, ranging from changing privacy regulations to limitations in traditional attribution models. Here are some key hurdles Outcomes+ addresses:

Fragmented media channels: Consumers interact with ads across multiple platforms, including connected TV, mobile, social media, and more. Traditional attribution models fail to capture the entire customer journey.
Privacy and data limitations: Privacy regulations have made tracking harder, often leading to incomplete or unreliable data.
Limited insights from traditional tools: Traditional media mix modeling and multi-touch attribution methods lack real-time capabilities, making them ineffective in today’s fast-moving landscape.

Outcomes+ solves these issues by leveraging AI and machine learning to unify cross-channel data and deliver accurate, actionable insights that fuel more effective campaigns.

Digital Advertising Made Easy® with Choozle's Outcomes+

Choozle’s Outcomes+ is rooted in the principle of Digital Advertising Made Easy®, focusing on three core benefits:

Unbiased Media Buying: Outcomes+ removes the biases often inherent in media buying by focusing on performance metrics across all channels. Advertisers can rest assured that every dollar is spent in the most effective way possible, maximizing consumer engagement and brand growth.
Democratizing Advertising Technology: Once reserved for Fortune 1000 companies, advanced marketing tools like AI-driven predictive analytics are now accessible to businesses of all sizes. Choozle empowers smaller brands to compete with the big players, leveling the playing field.

Transparency and Trust: By unifying data across channels and automating reporting, Outcomes+ provides a single source of truth. This transparency allows advertisers to optimize their strategies with confidence, knowing that decisions are based on solid data rather than guesswork.

Say Goodbye to Old Attribution Models

Traditional methods of attribution, such as last-touch models, fail to account for the complexities of today’s omnichannel consumer journey. With Outcomes+, marketers can:

Understand the Full Customer Journey: No longer do brands need to rely on anecdotal evidence or incomplete data from isolated channels. Outcomes+ uses multi-touch attribution (MTA) to measure the impact of every interaction—whether it’s a TV ad, social media post, or paid search campaign.
Optimize in Real-Time: Rather than waiting weeks for a report, Outcomes+ delivers real-time insights. The platform allows marketers to see which channels are driving the best results and adjust budgets accordingly, avoiding over- or under-investment in specific tactics.

Incorporate Offline and Online Data: From linear TV ads to programmatic display, Outcomes+ integrates both offline and online data into its modeling, giving advertisers a holistic view of campaign performance.

Driving Better ROI with AI-Powered Insights

One of the standout features of Outcomes+ is its ability to use AI and machine learning to predict and optimize ROI. The platform allows brands to test different budget allocations across channels and scenarios, instantly seeing the impact of changes in real-time. With this capability, advertisers can:

Automate Reporting and Insights: Outcomes+ pulls together data from various sources—whether it’s paid search, social media, or even traditional media like TV and radio—and unifies it into a single dashboard for easy analysis. Say goodbye to the days of piecemeal reporting and endless spreadsheets.
Maximize ROI: By analyzing historical data, Outcomes+ can identify trends and performance patterns, giving brands the insights needed to adjust their strategies for maximum return. This means advertisers can reallocate budgets dynamically based on what’s working—whether that’s more spending on display ads or cutting back on expensive search terms.

Real-Time Scenario Planning: Want to know what happens if you shift part of your budget from social to display? Outcomes+ allows you to test scenarios instantly, providing predictive insights that help you make informed decisions. One client, for example, was able to reduce their cost-per-lead by 60% by reallocating search budgets into display and social campaigns.

A Complete Solution for Agencies and Brands

Choozle’s Outcomes+ Solutions Suite provides a complete end-to-end solution for measuring, planning, and predicting marketing impact. The suite includes:

Real-Time Advertising Success

What sets Outcomes+ apart is its real-time forecasting and optimization capabilities. While traditional media mix modeling might take weeks or months to deliver insights, Outcomes+ uses machine learning to make predictions and recommendations based on daily trends. This allows brands to continually optimize their strategies and stay agile in a rapidly changing advertising environment.

Ready to See the Difference?

With Outcomes+, Choozle delivers on its promise of Digital Advertising Made Easy® by offering an all-in-one solution that simplifies the complexities of omnichannel advertising. Whether you’re an agency looking to optimize client outcomes or a brand aiming to drive better results across multiple channels, Outcomes+ provides the tools you need to succeed.

Is Outcomes+ Right for You?

Are you running multiple channels and need better insights into what’s working?
Do you want to take the guesswork out of your marketing budget allocations?
Are you looking for a real-time solution that continuously optimizes your media strategy?

If you answered yes, book a demo today and see how Outcomes+ can transform your advertising strategy.

The post How Choozle’s Outcomes+ Drives Smarter Media Buying for Agencies and Brands appeared first on choozle.

Five Tips for Your Holiday Advertising Campaigns

Choozle — Wed, 11 Sep 2024 09:54:31 +0000

Less than twenty-four hours after Thanksgiving, it’s Black Friday.

Forty-eight hours after Black Friday, it’s Cyber Monday.

And after Cyber Monday, it’s a countdown to the holidays.

It shouldn’t come as a surprise that Thanksgiving weekend accounts for the biggest eCommerce opportunity. Last year, brands pulled in a record $9.5 billion on Black Friday, an increase from the previous year.

Cyber Monday is again expected to be the biggest online shopping day in history. Black Friday, Thanksgiving, and ‘Cyber Tuesday’ should also continue to rank among the leading days for the season.

Given those unprecedented numbers, we can only expect that this year will be a big opportunity for holiday advertising campaigns.

To help you optimize your holiday advertising campaigns for Thanksgiving weekend, we put together five tips for your holiday campaigns,

1. Increase bids

The holiday season can be competitive. Every marketer is fighting for the chance to get in front of their potential customers. Even with the increase of traffic in Q4, especially in November and December, this competition means bids and other performance metrics will rise.

Think about planning ahead by increasing your base bid and max bids before Thanksgiving weekend to capitalize on increased demand.
Take a look at historical performance to find what days saw the highest amount of traffic (i.e., Black Friday or Cyber Monday) and raise your daily budget caps to ensure you are capturing all those potential customers.
Knowing that eCommerce doesn’t happen between the hours of 9 a.m. and 5 p.m. like brick and mortar stores, try adjusting your scheduling and dayparting bid adjustments for the times of day that have produced the highest traffic.

Simply put: Plan ahead to capture increased holiday traffic by increasing bids and daily budgets.

2. Enable cross-device targeting

How are you reaching your potential customers across all their devices?

The stakes are high during the holiday season. Holiday shoppers are scrambling to finish their shopping lists, which can include browsing on their laptops, in-store visits, or holiday movie watching on Hulu.

With fierce competition, how do you ensure that you’re investing holiday marketing budgets in the most impactful and efficient way? How do you reach as many potential customers as possible? How can you make sure that your potential customer’s experience is positive and that you drive positive ROI, too?

Take advantage of rising conversion rates during the holiday peak season by enabling cross-device targeting across all your campaigns (especially on your retargeting or lower-funnel strategies).

Cross-device targeting can help you maximize your chances of finding and messaging your potential customers as they navigate across screens. If the average customer is using three to four devices to make their purchasing decision, and you’re only reaching them on their laptop, you’re missing out on ample opportunities to catch their attention on their phones, tablets, and other connected devices.

3. Pace ahead

Since the pandemic, retailers and marketers were quick to offer online promotions earlier in the year to capitalize on the holiday season. With retailers still emphasizing eCommerce, it’s likely we could see a similar holiday head start this year. An earlier start with holiday sales will also help avoid fulfillment issues later in the holiday season as well.

Take advantage of the early start this holiday season by adjusting your campaign budgets to pace ahead. Pacing ahead will enable you to capture impressions for all your potential customers.

Remember that pacing is more than looking at your daily spend. Rather than making sure that your digital advertising campaign is pacing evenly across the entire holiday season, ask yourself if you need to reserve budget to boost spend on specific days, such as promotions? Are there more important days, such as the last day for shipping?

Taking these questions into consideration, along with your goals for the holiday season, should ensure that you are hitting appropriate pacing levels even with the holiday season kicking off early

4. Activate mobile audiences

Thanksgiving weekend isn’t limited to eCommerce. Brick and mortar store visits are still on consumer checklists. As consumers are spreading out their holiday shopping across different destinations, in-store and online, you should look for ways to engage them where ever they are or where they have been. With geofencing, you could reach mobile devices to reach individuals while they are participating in the holiday shopping weekend. Or, you could leverage geoframing to target individuals on other devices after they have left their holiday shopping locations.

Our geofencing and geoframing partner has ready-to-use holiday shopping audiences that include over 475 place categories and over 270 branded chains.

Place	Behavioral
Cards & stationery	Holiday shoppers
Jewelry & watches	Big box shoppers
Shopping centers	Eco-friendly shoppers
Toys	Holiday deal seeker
	Electronics Shopper

Need a quick refresher on geofencing and geoframing and how you can enable these tactics in your holiday campaigns?

5. Leverage high buying signals

The buying process is quick during the holiday season. Your potential customer can move through awareness to consideration to purchase phases in a matter of a couple hours. With the increased competition, it’s vital to capture that potential customer when they are in the prime purchase mindset. Even with the consumers that do their holiday shopping earlier, there will still be a rush in November and December for consumers to finish their shopping.

So here’s how can you take advantage of the rush:

Think about using your CRM list of recent purchases to reach those customers most likely to buy additional products or services or for cross-selling opportunities. Marketing efforts that focus on increasing second orders can yield a higher purchase frequency to drive significant ROI.
Try targeting sites that have content related to gift guides or shopping lists for the holidays with contextual keyword targeting. Add keywords like a holiday gift guide, travel gifts, holiday gifts for tech, gift ideas, etc.
Retargeting (with recency): Recency is one of the most critical variables in retargeting, especially during the holiday season. You want to make bid adjustments so you are bidding higher for consumers soon after they’ve visited your site so you can stay top of mind.

Make your list and check it twice

As you prepare your advertising campaigns for the holiday season, don’t forget that we’re here to help. You can think of us as your elves in the digital advertising workshop.

The post Five Tips for Your Holiday Advertising Campaigns appeared first on choozle.

Holiday Marketing Strategies featuring Buddy the Elf

Choozle — Sun, 08 Sep 2024 08:00:39 +0000

“I planned out our whole day: First, we’ll make snow angels for two hours, and then we’ll go ice skating, and then we’ll eat a whole roll of Toll-House cookie dough as fast as we can, and then to finish, we’ll snuggle.” – Buddy, Master Tinker Apprentice

With the holiday season quickly approaching, your marketing plan is probably looking a lot like Buddy’s list of holiday must-dos–making creative, building audiences, trafficking cookies, and more. Just like any campaign to-do list, your holiday marketing strategy and execution need to be ready for prime time.

With a little thought and preparation, you can adapt your holiday marketing strategy and execution to make the most of our new holiday landscape. And we’re here to help. Inspired by some wise words from one of the best holiday movies, Elf, we’ve put together a list of the five tips for your holiday advertising campaigns.

Tip #1: “Santa’s Coming!” Start now

This tip might be an obvious one, but it shouldn’t be overlooked, especially this year. According to the National Retail Federation (NRF), “40 percent of consumers begin their holiday season shopping before Halloween.”

Beginning your digital advertising strategy at least two to three months in advance of the prime holiday shopping season is ideal. For most consumers, the buying process will start much earlier than when the purchase is made. It would be best to spend time and budgets showing your potential customers why they should buy with you well before they are ready to buy and nurture them through the sales process.

You are allowing an ample amount of time for the consumer to become aware of your brand. This will enable you to ensure you are serving to an audience that is most likely to buy, rather than initiating customer discovery at a time when sales are so critical.

If we can learn anything from Buddy, it’s that the best elves and marketers plan well in advance.

Tip #2: “The best way to spread Christmas cheer” is engaging creative

The holiday season is a time to stand out with your creative message. This is why it is our #2 tip. Creating eye-catching creative assets is one of the best ways to reach your desired audience. Your creative assets for your holiday campaign can be festive, emotional, or humorous, but it should be bold and fit with the overall theme or focus of this year’s efforts.

You should continue to think about how you can evolve your creatives and messaging to reflect your target audience’s current situation and context.

Another way to engage your target consumer is to include any special offers or deals on the creative, especially for returning shoppers. These can be displayed as the main headline, “Save with us this holiday season,” or the call-to-action “Save 15% Today”. Most importantly, ensure you create unique touchpoints with shoppers who visited you over the past few months by serving up relevant offers appropriate for the holiday season. This way, you are reaching an audience that is already aware of your brand.

Tip #3: “Ow! Son of a nutcracker,” that didn’t work

Many consumers and retailers are looking forward to the holiday season, but they know that many traditional activities like Black Friday shopping aren’t a reality. More brands and stores are focusing on ecommerce sales, which is expected to increase competition even more. Around 61 percent of retailers expect more activity through digital advertising channels, and businesses are ramping up their holiday marketing plans. As we approach the holiday season, it is essential to note that many unknowns and strategies won’t always work.

But don’t fret, there are adjustments you can make to be successful.

Whether you’re reaching for CTR, CPA, CPC, or reach, we recommend waiting about a week before making adjustments to your ad groups. This also applies to the types of targeting strategies you are using. With this amount of time under your belt, you’ll be able to see more accurate data on your results and decide where to make changes.

Tip #4: “You did it!” but don’t stop

As you start to make changes CPMs, keep in mind the bigger picture. If we look at the CPM trends of previous years, CPMs gradually increase with the last week in November, standing out as the tipping point on a slight upslope trajectory.

As the week’s progress in Q4, it is essential to keep a close eye on win rate and pacing metrics as they will indicate if your CPMs are competitive enough to win the available inventory. Think about planning by increasing your base bid and max bids before well Thanksgiving weekend to capitalize on increased demand.

Tip #5: “You want me to help?” we’re here for you

Consumer behaviors will take center stage this holiday season as they could shift and change quickly. Like every year, the holiday season may bring some surprises that will require marketers and brands to adjust their strategies. Looking at trends from previous years and how the pandemic has shifted preferences and habits, brands should prepare for that as they plan their digital strategies this holiday season.

These alternative delivery options are one example of how consumers are shifting their behaviors this holiday season. This year, it will be even more vital for you and your business to stay on top of your digital advertising efforts, their results, and how the marketplace is shifting to ensure you are making the most of the holiday season.

This year, many businesses and marketers are looking forward to the holiday season more than ever. You aren’t alone in hoping that the holiday season could help to make up for lost revenue during the beginning of the year and start the New Year with a positive note.

So, we’re here for you. Reach out to our team of experts, and we’ll help sprinkle your advertising campaign with some holiday cheer.

The post Holiday Marketing Strategies featuring Buddy the Elf appeared first on choozle.

An Overview of Choozle Employee Benefits with Christine Jones

Choozle — Thu, 05 Sep 2024 05:43:36 +0000

One of Choozle’s top priorities now, and since the beginning of the company, is a culture that supports the whole well-being of employees. We strive to create a culture where employee happiness is top-of-mind and in turn, a happy office, as we grow and continue to welcome new Choozlers to the team.

We focus on our team’s growth, balance, and learning opportunities to ensure everyone is thriving both in and outside of the office.

In order to be a successful, smart, and agile company, we know it starts with our team. That’s why we go out of our way to prioritize them with our long list of benefits available for all full-time employees.

Let’s talk about how extensive Choozle’s benefits package actually is. We’ll explain everything that is covered and highlight a few of our favorites.

Core benefits

First and foremost, we provide a base salary and core benefits that are annually reviewed for every Choozle position. Our core benefits include:

Self-managed paid time off
- - Employees are required to take at least 2 days of PTO a quarter
  - It is recommended that employees take an average of 4 weeks off per year
Paid employee volunteering time
- - Employees can donate up to 24 hours (3 days) per calendar year towards a 501c3 charitable organization of their choice
Choice of two Medical insurance plans:
- - Base HSA Plan: employer 100% covered Medical HSA
  - Buy up option PPO: employer covered at 90% & 60% of dependents
Dental insurance, employer covered at 90% & 70% of dependents
Vision insurance
Employer contribution into employee Health Savings Account
- - HSA employee only = $30/month
  - HSA employee + family = $50/month
Employer covers 100% of a Health Reimbursement Arrangement (HRA)
Employer covers 100% of Telehealth
Employer covers up to 50k of life insurance
Employer paid long term disability provided
Employer provided parental leave
- - Primary parent = 12 weeks
  - Non primary parent = 6 weeks
Two employer-provided Employee Assistance Programs (EAP)

A few more optional core benefits include:

Voluntary upgrade options, and voluntary additional Life Plans
Voluntary Pet Insurance
Voluntary Accident Insurance
401k option with 50% company match of the first 6%
Voluntary Flexible Spending Accounts
Voluntary Dependent Care FSA Accounts

Choozle also prioritizes ownership as a meaningful part of everyone’s experience when working at Choozle. We provide meaningful equity bands, so we can continue to take pride in what we build.

Variable benefits

Based on your position at Choozle there are also variable benefits and compensation you could start to see. These include referral bonuses and commissions. We know the best job candidates tend to come from employee referrals, and we reward people who build our team. Commissions are tied to revenue goals based on your position.

The Perks

Now, this is the real fun part of working at Choozle! There are a ton of extra perks that really start to add up once you start working. From monthly stipends to our beautiful office space in Downtown Denver, there’s a lot to love about working at Choozle. Here’s the full list:

Monthly Wellness Stipend:
Continued Education:
Work from Home Stipend
Office/other perks

Our culture is thriving when our employees are thriving. We put a lot of thought into the experience we want our employees to have both inside and outside of the office. We need employees who are healthy, taken care of, and who are ready to grow and learn with us, so we do our best to offer comprehensive benefits that check all of the boxes.

Are you ready to join the Choozle team? Check out our job openings!

Christine Jones

Christine Jones is a seasoned People Operations professional with more than 15 years of diverse experience in the field. Serving as the Sr People Operations Generalist at Choozle, Christine leads all aspects of People Operations functions, playing a critical role in shaping the company’s organizational culture and enhancing employee engagement. Christine’s expertise encompasses talent acquisition, performance management, employee relations, training and development, benefits administration, key initiatives, and compliance. Committed to fostering inclusive workplaces, Christine strives to ensure every employee feels valued, respected, and empowered to thrive. When she’s not at work, you can find her chasing a toddler around the house, frolicking in nature, or playing with her 3 horses.

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